Measuring Effectiveness of CSR Activities to Reinforce Brand Equity by Using Graph-Based Analytics

Abstract

Although CSR activities are not new for the industrialists, government of India implemented stick rule for industries to take part in social causes under corporate social responsibility (CSR). After decades of implementation, industries are showing positive responses towards CSR activities to contribute for the society. Investments are growing day by day. There is dearth of model in the annals which can find out real effectiveness of their investment on the society at large. Industries are curious to know how their contribution helping for the company’s business. In this paper, researchers tried to build a model to understand effectiveness of CSR in terms of qualitative as well as quantitative parameters. Under qualitative measures, authors tried to measure how CSR contributed in enhancement of brand value as well as positivity towards products of the company. Quantitatively authors tried to measure how many times or at what rates general people change their mindset to purchase products of a brand by getting influenced from CSR news on public platforms. Authors used mining and analytical tools like anaconda orange and Neo4J to build model and calculate impact. A quantitative method has been developed on the basis of whole procedure as well as formulae for calculating quantitative impact of CSR activities of a company on the basis of information shared by company in public domain. As a result, researchers found that there is short-term as well as long-term positive correlation between companies’ growth and CSR information shared in the public domain. Real impact of these activities depends from sector to sector and company to company depending upon various factors as discussed in the paper. Due to the lack of data on account of privacy laws of the land, research has been done in control manner with limited data set.